골프공 디자인이 브랜드와 소비자 구매에 미치는 영향

Abstract

As the number of golf players increases due to Covid-19, which occurred in 2019, competition for brand development in the golf industry is intensifying. Among them, golf balls are consumer goods and have high variability in consumer choice. In golf ball brands, design is expected to have a significant impact on consumer purchases and to be linked to sales. The purpose of this study is to analyze the characteristics of the design of golf balls of the times and related design status. Based on this, it is also to understand how golf ball brand design affects golf players' purchases. The scope of the study is 15 in total, including 6 types of early golf ball designs and 9 types of golf brands released in Korea. The research method is to explore the theoretical background through literature and empirical research methods, analyze the design of golf ball brands in time series, and compare and analyze the current status and characteristics of the released golf ball brand design. Finally, the consumer perception survey method for purchase intention was used. As a result of the study, golf balls and brand design were not the biggest factors in purchase intention for consumers, but brand importance was reflected the most. In the end, considering the most important factor design in brand image construction, it can be seen that it is highly relevant. It can be inferred that various design elements in the golf ball brand have the greatest impact on consumer purchase as impressive and differentiating factors for consumers. In the future, it is expected that the expansion of research subjects and in-depth research will continue to help the development of domestic golf ball brands and industries.